In March 2020, as a direct response to the COVID-19 pandemic, FreshDirect developed and launched Operation 5-Borough Food Drive in partnership with the five New York City Borough Presidents to help solve the increase in food insecurity in New York City. The unique collaboration allowed FreshDirect to donate and distribute nearly 300,000 boxes of food to New York City neighbors in need during the six-month period in which it ran, with the Borough Presidents directing the donations to partner institutions in each of their communities.
The success of this important program led the City of New York to commit $9 million to funding the program, allowing more New Yorkers to be served as the pandemic continued. FreshDirect accepted this commitment to purchase, package and deliver this much-needed aid at no profit to the company.
In a statement released in August 2020, David McInerney, CEO of FreshDirect announced that “food insecurity in New York City has almost doubled since the beginning of the COVID-19 crisis. There has never been a more important time to continue our ‘Operation 5-Borough Food Drive’ together with the city and the Borough Presidents. As a food company, we want to do everything we can to provide healthy, fresh food to those in need, especially during such a challenging time for so many.”
During its run from March to September 2020, the program consisted of weekly deliveries of thousands of grocery boxes containing shelf-stable pantry goods and a selection of fresh produce. The packages were dropped off by FreshDirect vehicles to locations designated by each of the Borough Presidents and their offices. These efforts created more than 40 jobs to support the program’s operations.
See Operation 5-Borough Food Drive in the community below: